Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers' roles shift is that they start too … [Read more...]
Rethink B2B Content for Buyer Enablement
Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. And they benefit from B2B content that shows them how to do those … [Read more...]
Why Sales Shuns B2B Marketing Qualified Leads
I read an interesting exchange on LinkedIn recently. The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. The sales folks who answered the … [Read more...]
B2B Brand Marketing & Demand Gen: Better Together
I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. … [Read more...]
Why Is B2B Marketing So Hyper?
Hyper-relevant. Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing! What is it with all the hyper? Is it the new “new and improved” label for marketing concepts? If you look at the definition of hyper, the word is related to … [Read more...]